Our website uses cookies to improve your user experience. If you continue browsing, we assume that you consent to our use of cookies. More information can be found in our Cookies Policy and Privacy
Policy.

Virgin Cola relaunch to target teen market

Virgin Cola is relaunching with a new formulation and packaging in an effort to target the younger teenage market.

The relaunch will be backed by television and outdoor advertising and will result in the axing of brand extensions Virgin Vanilla and Caffeine-Free Cola.

Princes Soft Drinks, which has the licence to distribute and market Virgin Cola, has appointed Big Communications of Leicester, a full-service agency, to handle all marketing for the product.

The campaign will carry the strapline: “It won’t change your life, it’s just a great new taste.”

John Ayling &amp; Associates will handle media planning and buying.

A spokeswoman for the brand, now in its tenth year, says the reformulation will make the cola sweeter and more suited to the UK palette. The new product should be on the shelves by May.

Outdoor activity will be implemented on launch. The supporting television advertising will be held back until after this summer’s Euro 2004 tournament, as cola rivals Pepsi and Coca-Cola Great Britain will be leveraging the event for their marketing.

Virgin Cola launched Virgin Vanilla in December 2002 to steal a march on Coca-Cola Great Britain (MW December 12, 2002).

Big managing director Chris Morris says: “Clearly we don’t have the enormous budget to use teeny pop idols in big-number productions, but we’ll be making as much noise as we can to establish Virgin Cola as a credible choice.”

Speed and agility are crucial to creating content for today’s digital platforms. Marketing Week and Creative Review, in partnership with Shutterstock, ask marketers and creatives how to ensure their approach is fit for purpose.

Story of my CV: From the BBC to Boots via DFS, Helen Normoyle has experience of many well-known British brands. But even with such impressive marketing pedigree, she is still embracing change and seeking new challenges which put her out of her comfort zone.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Already a member?

Sign in

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Type anything and hit “enter”

Sign in

Not registered yet?

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.